Offering turn-key studio shops for emerging brands, the new retail venture opening Friday at Mall of America bills itself as the brick-and-mortar solution for digital natives.

Just when shoppers were coming around to that perplexing pop-up shop name, RAAS, which stands for Retail As A Service, Mark Ghermezian and his New York-based team changed it, along with the concept. Fourpost, which opens Friday in the former J.Crew store at Mall of America, is being billed as the brick-and-mortar answer to Etsy and Shopify: short-term, turn-key retail space designed to lower the barrier of entry for emerging brands. Fourpost is not a pop-up; it’s intended to serve as a stepping stone.

“We’re getting rid of the ‘why not’ of retail,” says Ghermezian, whose family owns the largest malls in North America: Mall of America, West Edmonton Mall in Canada and the soon-to-open American Dream in New Jersey. Despite launching Fourpost at MOA and West Edmonton, Ghermezian is quick to separate himself from the family business, called Triple Five Group. He’s building a new business community for the Warby Parker generation—a retail model that he says could work beyond malls (he's actively looking for additional locations). Still, Ghermezian does share his family’s belief that even in today’s marketplace, when it is relatively easy and cheap to build an online following, brands thrive in a physical home.

“You can’t be a nomad,” Ghermezian says.

That mindset appealed to Jordyn Diorio of Mend jewelry. “It’s almost like a science experiment. I have three months, during the busiest time of year, to test the storefront model. There is risk involved. I have done my homework and understand all costs required—staffing, rent, inventory—and I’ve mapped out scenarios to help define what would make this a success for Mend. Bottom line: I will be able to take away important data about my product and consumer in a cost effective, time-boxed manner. And I will also get closer to answering the question: should Mend open up its own store?”

The pop-up evolution

Since MOA hosted its first Shop Local pop-up in 2015, makers who never thought they’d sell their artisan goods at a mall—let alone, the largest mall in America—have realized the potential of cashing in on seasonal shoppers. Each year since, MOA has improved its holiday pop-up, moving it to a more prominent location outside Nordstrom and adding new brands and interactive events, all curated by independent consultant Mich Berthiaume, who is now being courted by malls and commercial developers nationwide for her ability to make pop-up magic, bringing together a mix of sought-after brands and future stars. Like Spinning Wylde, a family operated gourmet cotton candy cart, which Berthiaume happened upon at a street fair in St. Paul. After a successful debut at Mall of America’s RAAS market last year, Spinning Wylde became the darling of the event circuit, even spinning its flavorful cotton candy at Walker Art Center’s Avant Garden gala. Spinning Wylde just opened a permanent space inside the new Keg and Case Market in St. Paul. So did Worker B, another company that participated in the first Shop Local and now has its own store at MOA as well.

After helping Fourpost secure many of its local vendors for this week’s opening, Berthiaume recently parted ways with Ghermezian to focus on North Local Market, the follow-up to last year’s Super Bowl pop-up at City Center in downtown Minneapolis, opening in mid-November. Berthiaume says many of the small brands she works with aren’t looking for anything beyond a holiday marketplace. They don’t have the staff, or the cash for rent, and some don’t have the interest in scaling up—especially during the post-holiday lull. Three dozen brands have signed on for North Local. They’ll pay $400 in rent plus 15 percent of sales.

Fourpost offers three, six and 12-month leases at around $3,200 per month. Ghermezian says that comes with a portfolio of tools designed to help tenants—or members, as he calls them—grow: retail merchandising guidance, staffing support, social media, analytics about traffic and sales, seminars on entrepreneurship and brand building.

New look, less local

Unlike MOA’s previous pop-up where the brands literally built their own mini-showrooms within a common space, Fourpost features uniform studio shops, so opening is as simple as placing goods on the shelves. The result is an experience that feels cohesive, polished, and elevated from the typical pop-up. The big question: is that what consumers want?

“It’s the new department store model,” Ghermezian says. “Each brand can make it their own.”

As Fourpost moves away from the pop-up concept, it is also moving away from the stipulation that all featured brands be local. That’s been the draw to MOA’s holiday pop-up in the past—a homegrown maker experience in the middle of the mall.

Ghermezian’s proposition is “local flavor” with national and international brands mixed in. He believes shoppers just want to discover new products in a cool environment. While the majority of Fourpost vendors are Minnesota-based, including Still Kickin’ Julia Knight Collection, and Baubles and Bobbies, Fourpost is bringing in brands like Printworks, a Swedish gift and accessories collection that is making its U.S. debut. Polaroid is one of the latest—and largest— companies to sign on. For a legacy brand, the chance to associate with a forward-thinking retail enterprise and put its classic cameras in front of discriminating shoppers is understandably appealing. But what if the Polaroids of the world crowd in on the indie makers who give credence to Fourpost being something new and different?

“We won’t let it,” Ghermezian says. “We’ll always have local flavor. The local community is important to us. Our guests will always find their favorite local brands, but also discover new international brands, digitally native brands and in some cases, smaller or larger national brands.”

Beyond holiday?

As they stocked their shelves in anticipation of Friday’s Fourpost opening, the locals sounded giddy about the opportunity.

“Fourpost gives us the opportunity to be alongside other like-minded people for an extended period of time,” says Nikki Hollerich, co-founder of Hagen and Oats, which makes custom wood decor . “We can make time to collaborate, bounce ideas of each other and most important, we have colleagues that know all about the roller coaster that is small business ownership.”

Hagen and Oats is one of several Fourpost brands that have participated in previous MOA pop-ups, just like Thumbs Cookies. “It’s appealing to be part of the next phase of the pop up,” says Thumbs president and CEO Robyn Frank. “This will definitely be an experiment to see if having more of a permanent/long term presence will pay off for us in terms of exposure and sales.”

Both signed on for just three months. Ghermezian is pushing for six and 12 month leases. He says he isn’t worried about attracting new tenants after the holidays and already has interest for spots starting in February. But there’s no question that the smaller brands, at least, are focused on the season at hand.

“For us, it was about being at Mall of America for the holidays. A presence at MOA is something that would normally be way out of our budget,” says Molly Mogren-Katt, co-founder of Namakan Fur, purveyor of winter accessories. “I hope retail concepts like Fourpost can make malls special again.”

Insert your card <a href=" http://soprof.com.mx ">viagra</a> Despite a measure of camaraderie on display in banterbetween the two men during the presentation of the two-pageframework agreement, they remained openly at odds over the U.S.willingness to use force in Syria without U.N. backing.

12/10/2018 3:01:09 PM

Markus

Yes, I love it! <a href=" http://vvasoftware.com#stage ">viagra</a> Google is trying to keep pace with the evolution of Internet usage. As search queries get more complicated, traditional "Boolean" or keyword-based systems begin deteriorating because of the need to match concepts and meanings in addition to words.

12/10/2018 3:01:04 PM

Tanner

A packet of envelopes <a href=" http://vvasoftware.com ">cialis</a> Defences remained on top after the break but Henderson squandered a clear chance created by the cultured left foot of Reid, mistiming a header and failing to hit the target when unmarked six yards from goal.

12/10/2018 3:00:54 PM

Craig

I'd like to send this parcel to <a href=" http://vvasoftware.com ">levitra</a> GANJAM/BHUBANESWAR, India, Oct 13 (Reuters) - Daybreakrevealed a trail of destruction across coastal areas of easternIndia on Sunday after the strongest storm to hit the country in14 years, but the loss of life appeared limited as more thanhalf a million people had taken cover in shelters.

12/10/2018 3:00:49 PM

Stefan

Where do you live? <a href=" http://soprof.com.mx ">cialis</a> On Monday, Intel announced it is working on a new line of ultra-small and ultra-low-power microchips for wearable devices like smartwatches and bracelets, a bid by the company to be at the crest of the next big technology wave after arriving late to the smartphone and tablet revolution.

12/10/2018 3:00:42 PM

Wilton

What sort of work do you do? http://vvasoftware.com viagra Obama said if Syria ultimately surrenders its chemical weapons, that should energize diplomatic efforts to persuade Assad to give up power after 2-1/2 years of civil war in which more than 110,000 people have been killed.

12/10/2018 1:59:14 PM

Sherman

Can you put it on the scales, please? http://ttstaller.com viagra Pay and conditions at Royal Mail compare favourably to theprivate sector. Unions also say privatisation could jeopardiseRoyal Mail's six-days-a-week, anywhere Universal ServiceObligation (USO), speculating that Saturday services andexpensive rural deliveries could be axed in pursuit of profit.

12/10/2018 1:59:07 PM

Michale

We'd like to offer you the job http://soprof.com.mx clomid Financial markets have largely converged on September as the probable start of a reduction in the pace of the U.S. central bank's $85 billion in monthly bond purchases, but minutes of the Fed's June meeting released on Wednesday suggested that might not be a sure bet.

12/10/2018 1:58:59 PM

Alonzo

Could you ask her to call me? https://weteachquran.com levitra On the plus side, women can "achieve really amazing bodies, the healthy way, by working out, not by starving themselves" if they take up sport, she says. In other words, they are more likely to attract a lover by working out regardless of how sweaty they get during training.

12/10/2018 1:58:52 PM

Florentino

I've lost my bank card https://weteachquran.com diflucan Volume was the lowest of any full trading day this year,with just 4.89 billion shares trading on exchanges, based on thelatest available data. This year, daily volume has averaged 6.4billion shares on the New York Stock Exchange, the Nasdaq andthe NYSE MKT.

I hate shopping http://ttstaller.com cipro
Despite their punitive sounding names, some fines and penalties are viewed as remedial (and thus deductible) rather than penal in nature. For that reason, defendants want a settlement agreement to confirm that payments are not penalties and are remedial. Tax language in settlement agreements doesnât bind the IRS, but it goes a long way toward avoiding tax disputes.

12/8/2018 7:04:04 AM

Irwin

Could I have a statement, please? http://ttstaller.com levitra With KKR meeting more of the performance hurdles agreed towith fund investors, over 80 percent of its private equityassets could pay carried interest - KKR's entitlement of thefund profits. Carried interest cash jumped to $161.9 million inthe quarter from $39.4 million a year ago.

12/8/2018 7:03:59 AM

Landon

Is there ? https://matrixglobal.net.id diflucan It's notable that the impact on single communities has been less clear and less harsh for the communities around them than when coal mines and the previous generation of industries closed. Workers have been more dispersed, and a combination of improved transport options and more flexible skills have taken them to jobs in other places and in other sectors.

12/8/2018 7:03:54 AM

Fidel

The line's engaged http://www.ccpirapuato.com kamagra Prigioni established a solid fan base in New York last season as the 35-year-old rookie emerged as one of the teamâs most reliable players. His leadership, defense and play-making helped the Knicks win their first playoff series in 13 years and resulted in the point guard signing a three-year contract extension three weeks ago.

12/8/2018 7:03:48 AM

Freeman

Good crew it's cool :) http://vvasoftware.com cialis The most common auras are visual, such as flickering lights, spots, or lines. "You may see a little jagged line...that will develop some cross hatches, and it might sort of move in a curved direction," Dr. Calhoun says.

12/8/2018 7:03:43 AM

Chuck

Could you give me some smaller notes? <a href=" https://weteachquran.com#file ">cialis</a> Aid group Oxfam welcomed the U.S. signing and called on Washington to live up to the spirit of the treaty by not transferring weapons to countries where there is a risk of rights abuses, such as in the Syrian civil war.

12/7/2018 2:29:05 PM

Elwood

The National Gallery <a href=" https://weteachquran.com ">kamagra</a> “I’m incredibly lucky to be getting married to my best friend and partner-in-crime, Alexandra Barreto,” Strong told ABC in a statement. ”We’re tying the knot at a summer camp in Oregon.”

12/7/2018 2:29:02 PM

Carol

It's OK <a href=" https://matrixglobal.net.id ">diflucan</a> Prosecutors presented detailed computer forensics of Manning's computer activity during his deployment to Iraq in late 2009 to mid-2010. They said the evidence showed that within weeks of his arrival in Baghdad, Manning had begun searching classified military computer networks for materials that were of interest to WikiLeaks.

12/7/2018 2:28:55 PM

Seth

We've got a joint account <a href=" http://vvasoftware.com ">cipro
</a> The Democratsâ present co-chairs, Harlem Assemblyman Keith Wright and Syracuse Mayor Stephanie Miner, have been silent when they should be speaking out. And then there is the partyâs true leader, Gov. Cuomo.

12/7/2018 2:28:50 PM

Rudolf

How many more years do you have to go? <a href=" http://www.ccpirapuato.com#pillar ">cialis</a> U.S. Secretary of State John Kerry said Zeidan's abductionshowed the need to built the capacity of the Libyan state, whoseformal armed forces, made up of ex-Gaddafi troops and some ofhis enemies, have proven no match for mobile squads of gunmenriding pickup trucks bristling with heavy weaponry.

12/7/2018 2:28:44 PM

Chloe

I can't stand football <a href=" http://vvasoftware.com ">cialis</a> Not to be confused with Cattlemanâs Steakhouse down in Texas or any of the other restaurants with the same name across the country, this 103-year-old gem is Oklahoma Cityâs oldest continually operating restaurant, and is located right in the heart of the cityâs famed Stockyards City.

12/7/2018 1:05:18 PM

Jesse

The manager <a href=" https://weteachquran.com#clink ">cialis</a> Since the collapse of the Third Reich in 1945, Germany has paid around 70 billion euros ($92 billion) in compensation to the victims of the Holocaust. More than two million people have received lump sum payments or an ongoing monthly pension. The state of Israel has received around 1.7 billion euros ($2.2 billion), according to the German finance ministry.

12/7/2018 1:05:14 PM

Milan

I'll send you a text <a href=" https://matrixglobal.net.id ">kamagra</a> That slowdown and the pull of cheap, abundant North Americanshale gas has turned heads towards projects just setting up fordevelopment in the United States and Canada that are aiming tofill Asia's still burgeoning LNG demand.

12/7/2018 1:05:10 PM

Napoleon

Will I be paid weekly or monthly? <a href=" http://ttstaller.com#perceive ">kamagra</a> The bill would support NOAAâs weather satellite efforts, which would provide full funding for the Joint Polar Satellite System ($824 million) and the Geostationary Operational Environmental Satellite ($955 million) programs. Those programs have been identified by both Wolf and Rep. Hal Rogers (R-KY), chairman of the full appropriations committee as priorities to be fully funded.

12/7/2018 1:05:05 PM

Brendan

Thanks for calling <a href=" http://www.ccpirapuato.com#analyse ">levitra</a> OK, seaskip, you're always running your mouth about Tea Party members. Cite one incident of violence a Tea Party member has perpetrated against anyone on behalf of the Tea Party. Name one incident at a Tea Party gathering where there was violence, or someone destroyed anything, or anything like that. Name one gathering where there was even litter left for any one else to have to clean.

I'd like to send this parcel to <a href=" http://soprof.com.mx#electricity ">ventolin</a> "It's become clear that no matter how much time we givethem, they're not willing to come to reasonable terms," saidHuff. The company thanked customers for patience "as we continueto fight hard to keep prices down."

12/7/2018 11:42:25 AM

Rodger

Your cash is being counted <a href=" http://vvasoftware.com#offset ">ventolin</a> The Daily News has some of the most memorable photos in sports history. From legendary boxers and iconic tennis players to golfing greats and fabled Olympians, the Daily News has the photos you want of the once-in-a-lifetime sports moments. Find yours today and relive history.

12/7/2018 11:42:16 AM

Larry

Could I ask who's calling? <a href=" https://matrixglobal.net.id ">viagra</a> Mr Davey told the programme that, when an agreement was finally reached, he was "convinced I will be able to look consumers in the eyes, look businesses in the eyes, and say we have a good deal".

12/7/2018 11:42:12 AM

Bryon

It's funny goodluck <a href=" http://soprof.com.mx#kindly ">ventolin</a> Kuroda, Sabathia and Nova all had good starts in their last outings. Though Hughes and Huff have combined to pitch 13 innings to a 3.46 ERA in the last two turns through the fifth spot, the Yankees donât seem to want to stick with the experiment.

Twin Cities Business is Minnesota's leading provider of business news, insight, and analysis through daily online news stories, e-newsletters, a monthly print magazine and live events. Along with our readers, we get to know the personalities of our region’s most influential leaders, exploring the “how” behind their success, strategies, and solutions.